A case study

Here are 2 examples of ads ruining the companies’ reputation (https://www.workzone.com/blog/bad-ads/). As a PR representative how would you act. Present the steps of the necessary actions to cope with the crises described.

1 Pepsi Runs a Disastrous Lottery

https://media.vandalsports.com/master/5-2016/2016518154850_1.jpg

In 1993 in the Philippines, Pepsi ran a lottery, in which—if you found the bottle cap with the right code on it—you could win $40,000.

The problem? Pepsi announced the wrong code. So instead of 1 winning bottle cap, there were suddenly 800,000 winning bottle caps. Pepsi refused to pay; outrage ensued.

Why It Missed the Mark

Do we even have to say it? False hope and botched lotteries are not good ways to do business.

Takeaways

If you’re going to run a lottery or contest or anything promising a big, life-changing reward, please make sure you’re running it carefully and 100% free of mistakes.

2 Airbnb Gets Passive Aggressive About Taxes

https://amp.businessinsider.com/images/562a8b89bd86ef335d8b941e-1536-768.jpg

Here’s What Happened

In 2015 Airbnb was angry about a hotel tax policy that meant Airbnb hosts and guests had to pay a lot of money in taxes. Not classifying themselves as a hotel service, the company was understandably angry.

Then, in the most passive aggressive advertising campaign ever, Airbnb put up ads all around San Francisco suggesting what the city should do with all that Airbnb tax money.

“Dear Public Library System,

We hope you use some of the $12 million in hotel taxes to keep the library open later.

Love,

Airbnb”

Why It Missed the Mark

The bottom line—whether or not you agree it’s unfair that Airbnb has to pay the hotel tax—is that the ads made Airbnb look like a bunch of jerks. Actually, that’s what CEO Brian Chesky said about the ads: “It made us look like jerks.”

Takeaway

Be careful about the emotions you’re evoking in your audience. If an ad might make it  s reader feel like she just got caught in a middle school-style catfight between you and the local government, it’s probably best to scrap it.